Annual Report 2009 - Daiichi Sankyo

STRATEGIC MOVE 1: EXPANDING OUR BUSINESS
Covering Emerging
as well as Developed Countries
Daiichi Sankyo’s vision for 2015 calls for various measures to
become a Global Pharma Innovator, with an overseas sales
ratio of 60% or more. Rather than focusing on numerical targets
alone, Daiichi Sankyo is seeking to respect the cultures and values
of each individual country as it expands corporate activities globally.
By extending our operations in developed countries and even
further into emerging countries, we hope to help more people
throughout the world enjoy good health and enriched lives. Daiichi
Sankyo considers this goal an important manifestation of one of its
key corporate values. In view of this, we are aiming to personally
promote the broader utilization of the drugs we have created, and
are thus working to expand and strengthen our global marketing
base in four key regions: Japan, the United States, Europe, and
Asia and South and Central America (ASCA).
Aiming to Increase Domestic Market Share
With approximately 2,400 sales representatives, Daiichi Sankyo
has one of the largest sales forces in the Japanese market. Our
sales representatives are aiming to achieve an industry-leading
performance by means of the Company’s MR Crosswise system,
which is designed to promote (“Cross-”) cooperation among sales
representatives with different specialties to enable the timely provision
of high-quality information (“wise”) to medical professionals.
Domain sales representatives, who maintain high levels of
specialized knowledge regarding specific therapeutic domains,
collaborate with Facility sales representatives, who are responsible
for understanding and meeting the special needs of individual
medical facilities, enabling them to effectively provide medical professionals
with in-depth information in a variety of fields. Daiichi
Sankyo will continue to strive for the reinforcement of its MR
Crosswise system, to further meet medical needs and to expand
market share.
Reinforcing the U.S. Marketing Base
In the United States, Daiichi Sankyo, Inc. (DSI), has doubled its
number of sales representatives—which rose from 900 at the start
of fiscal 2007 to 1,800 by the end of fiscal 2008—giving it a considerably
stronger marketing system. As a result, DSI has been
able to augment its marketing activities for the franchise of
Olmesartan, an antihypertensive agent, and to fully prepare for the
By increasing Daiichi Sankyo’s presence in both
developed countries and emerging countries, we are aiming
to realize regionally balanced corporate development.
Expanding the
Global Marketing
Base in Four Key
Regions
(Number of sales
representatives)
Japan
Top-level presence in home market
Start of FY2007 End of FY2008
2,300 2,400
* In addition, the Group has 150 sales representatives
focused on OTC business.
United States
Top-tier cardiovascular company
Start of FY2007 End of FY2008
900 1,800
* Besides the above figures for DSI, the Group has the
70 sales representatives of LPI.
Global Reach
Europe
Top-tier cardiovascular company
Start of FY2007 End of FY2008
800 1,350
Other Regions
Broad coverage and contribution
in each region
End of FY2008
700
* In addition, Ranbaxy has 2,800 sales representatives
in India.
10
Daiichi Sankyo Co., Ltd. Annual Report 2009